In recent years, employer branding has emerged as the cool kid on the HR block. While some may have dismissed it as a fad or just another trend that HR and TA professionals are chasing, savvy employers understand that the world of work is evolving. Intentional employers recognize the power of branding on both the corporate and consumer sides and have strategically invested in shaping their organizational identity. Employer branding has become a strategic imperative for organizations.
What is Employer Branding?
Employer branding is your organizational identity related to the employee experience. It’s what you become known for as a place of employment – its word on the street! While you cannot control brand outright, it can be influenced and shaped. This also enables a greater focus on honouring the brand experience throughout the entire employee lifecycle.
In a nutshell, HR used to be a combination of programs and efforts that created and supported the employee experience. Employers with foresight know this is not enough to promote memorability, identity, and ultimately, pride. Instead, they bring together these people programs, experiences, and messages, packaging them into a cohesive identity that deepens the key associations talent make with them as an employer – not leaving word on the street to chance.
Ultimately, when thinking about their brand, they are considering how to do right by their team and deliver on their people promise. It’s a win/win/win situation. Candidates gain a clearer sense of how a career with that employer can enrich their lives. Employees feel part of something. Employers spend less time educating others about who they are and how their culture is experienced.
The Importance of Employer Branding
Builds Organizational Identity
Great employer branding unifies messaging and creates a powerful organizational identity that attracts and retains talent.
Activates the Full Recruitment Funnel
Move beyond “post and pray”. #DidYouKnow that according to LinkedIn, 72% of recruiting leaders worldwide agree that employer brand significantly impacts hiring?
Supports Employee Pride
Modern employer branding turns the spotlight on the team, celebrating their efforts and providing a “window into the employee experience” that can ignite employee pride.
Communicates Differentiation & Supports a Pull Strategy
Think of employer branding like a recruiter working 24/7 to share your organizational story. Even when you and your team are sleeping, your employer brand assets can meet talent where they are and share your “why.”
Makes Hiring & Retention Easier
According to LinkedIn, organizations with a strong employer brand not only save time and money when recruiting but also experience reduced turnover.
Assists in Broadening Market Awareness
Strong employer branding efforts can help broaden talent market awareness, critical for activating the full recruitment funnel.
In conclusion, employer branding is not just a buzzword; it’s the evolution of HR and one’s people strategy. By investing in this important work, employers set the tone for how their culture is experienced and commit to honoring their people promise throughout the full employee lifecycle.
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